I’m not so sure this is a good title for ANYONE (except for maybe a Railroad company). The Weinstein Co. is launching a new distribution banner named “Third Rail Releasing” with George A. Romero’s Diary of the Dead will be the first movie out of the gate for the label, which opens February 15. Is it me or does that name sound like they’re releasing films nobody wants? Like they’re a third option releasing company? Whatever. Read on for the details.
Third Rail’s goal is to showcase what the company describes as “inventive and edgy vanguard films” from independent and maverick filmmakers and aims to use groundbreaking marketing tools. The Weinstein Co. is partnering with independent home-entertainment distribution company Genius Products, which it co-owns, on the venture. Maximizing home entertainment profitability is a key goal of Third Rail, which plans to release six to 10 movies a year.
The launch is being heralded as the first in a series of strategic and operational moves the company plans to make with the recent addition of Lee Solomon as COO. In the newly created position, Solomon has been given the mandate to create innovative opportunities.